Branch Manager – Branch banking

A. Organization Context

Position Title: Branch Manager

Employee Name: Designation:

Department: Branch Banking Location: Branch

Reports to: Cluster Head Reported by: -

B. Job Objective

To lead the overall business & operations of the branch through exceptional customer service, smooth flow of

banking operations and transactions, cost management while ensuring compliance with all applicable external

and internal regulations and guidelines.

C. Primary responsibilities

Strategic and planning

Execute overall plans at Branch level in consultation with the Cluster Head.

Cascade the branch scorecard to the employees and ensure achievement of targets.

Develop and ensure adherence to the operating budget for the branch in line with the corporate and regional

budget.

Functional

Build and manage effective customer relationship with key customers of the branch ensuring superior

customer service; advise them on making robust investment and financial decisions

Formulate strategies to capitalise the existing market opportunities to meet the needs of the Branch Banking

segment.

Recommend marketing strategies and plans consistent with established goals in each product line and service

and ensure implementation of the same on approval.

Recommend products / variants to the Organisation to constantly improve the Bank’s competitive position in

the market.

Oversee and ensure that every employee in the branch is following the Compliance policies of the

organisation.

Support the Audit team in ensuring they carry out their audit activities smoothly in the branch.

Ensuring the branch maintains its Hygiene as per the quality standards of the organization.

Develop annual operational sales plans in conjunction with Channel Head based on the overall targets and

budgets and prioritise the overall efforts by service and allocation of resources.

Ensure product & Process knowledge to all staff.

Effective utilization of branch’s marketing budget.

Continually monitor the market by way of area mapping to determine the market size and market penetration

of the Bank’s liability products, third party products and services.

Evaluate the timely adjustment of marketing strategy and plans in the operational area to meet changing

markets and competitive conditions.

Responsible for maintaining hygiene of the branch to improve employee and customer experience.

Provide suggestions to the product manager to develop new liability and third-party products and services in

line with regional preferences.

Work in collaboration with Marketing Department in implementing local sales promotion plans and evaluate

the effect of such campaigns.

Recommend strategies to reach potential customers based on the evaluation.

Analyse Market, competitor services and prices and synthesize information to develop cost analysis and

recommendations for the Bank’s products.

Manage very important customers HNIs/ Government / Social Deposit etc. to discuss their needs, outlining

appropriate services and resolving problems as appropriate.

Meet specified number of customers suggested by the corporate office every month.

Achieve segment-wise liability and cross-selling targets set for the branch.

Co-ordinate the Bank’s participation in trade shows and community events in the catchment to promote

products and services.

Lead the identification of target customer segments and ensure that relevant strategies are developed so as to

maximize market penetration and profitability.

Facilitate the smooth customer service, disbursement and operation of micro banking segment.

Establish the culture of cross-selling within the Branch banking team by guiding them in understanding

requirements of the customer.

Ensure seamless integration between the different strategic business units operating within the operational

area to achieve the overall target of the Bank.

Regularly monitor the performance of Branch Banking Department and take corrective action, if required, to

ensure achievement of set target.

Timely escalation of issues, pain points etc for resolution.

Internal process

Ensure that all activities carried out by the branch are as per the set standard operating procedures.

Ensure adherence to STP (straight through process) in all documentations and ensure the NSTP/FTNR is under

control

Monitor processes to ensure adherence to Service Level Agreements and Turnaround time.

Review preparation of reports to Head Office and statutory bodies ensuring its accuracy and timely submission.

Be updated on the regulatory framework and guidelines pertaining to the operational area & guide the team

on the same, in order to ensure that operational procedures related to the operational area conform to such

guidelines.

People development

Ensure that the employees maintain the highest standards of professional conduct, ethics, integrity, and

control in execution of all their daily operations.

Drive a performance driven culture by timely monitoring, reviewing of performance parameters and giving

feedback to the team members.

Take responsibility for identification of training needs and completion of mandatory training

programs/certifications for self and reportees.

Mentor and coach subordinates to develop the team’s capabilities and build a robust succession pipeline.

Ensure that the operational area is adequately staffed as per the manpower requirements.

Ensure high level of employee engagement and retention of key performers.

Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or

regular work. The same would be suitably represented in the Primary responsibilities and agreed between the

incumbent, reporting officer and HR.

D. Key Interfaces

Internal Interfaces External Interfaces

Micro-Banking Department

Customer Service Department

Regional Heads of Branch Banking

Retail Assets Department

Cluster Heads

Other Divisional Heads

Customer/HNIs/Foundations

Government Departments

Regulatory authorities

Vendors/External Consultants

E. Key Performance Parameters

Key Result Areas (KRA) Key Performance

Indicators (KPI)

Unit of

Measurement

Action plan

People

(20%)

Creating a conducive

environment of maintain a high

level of employee engagement

& teamwork.

KPI achievement of

team

% of Target

expectation

met (5%)

1. Fixation SMART KPIs

2. KPI review meeting

3. Zero Employees in PIP

Any Individual target

set by Branch Head /

Cluster Head

% of Target

expectation

met (5%)

1. Achieve any individual

set by Branch Head /

Cluster Head.

Training Manhours

Certifications

Attained.

% of

completion of

target (2%)

1. Mandatory

certification like IRDA

/AMFI before

completion of

Focus on employee retention by

Coaching and mentoring them

probation.

2. Training Participation

Number of employee

engagement

activities

# of Employee

Engagement

Activities

conducted

(2%)

1. Participation of the

Branch in Employee

Engagement activities.

Relationship with

Business

correspondent

% of

Effectiveness

(2%)

1. Working with other

departments

Employee retention % of Retention

(2%)

1. Create & Enhance

Role clarity

Employee

promotions

# of

employees

promoted

(2%)

1 Business support

2 Mentoring and

coaching

Planet Actively participate in the

organisation’s commitment in

pro plant & business

sustainability initiatives

Account holders

from Low income

families

# of accounts

(8%)

1. Active participation in

the initiatives of the

bank that target Low

Income Groups.

Business success

stories of women

customers

# of accounts

(4%) Participation and organising of events

Reduction of Carbon

footprint

# of initiatives

(3%)

1. Energy conservation

initiatives

Process

(15%)

Manage statutory compliance

and high score during internal

audits

Audit score by

internal audit

# (index)

(3%)

Branch health

(operation health

index)

# of Non-

Conformities

(2%)

Ops dash board

Statutory compliance % of

adherence

(2%)

RBI / KYC etc,

Creating awareness in customers

about manging their banking

digitally

Digital penetration % achieved

(2%)

Mobile banking / net

banking / speed

banking etc,

Branch Ambience &

up keep

% of

Effectiveness

(2%)

1. Ensure Branch

Ambience & up Keep.

2.Display all stand

notification assigned

from central office.

Operations Hygiene Operations Hygiene % errors (2%) Ethical operational

practices

Timely completion of

EOD

% of

achievement

(4%)

Ensure timely

completion of EOD.

Commented [A1]: This should move to BOM

Prosperity

(30%)

Sustainably enhance the

turnover and profit of

organisation by focusing on

CASA numbers and volume

Establish high levels of customer

satisfaction.

Budget / Financial

Target achievement

% of

achievement

(5%)

1. Enhance revenue

from CASA

2. Enhance net Interest

Income

3. Achievement of

liability targets

4. Enhance NRI services

5. Revenue from new

products

Increase Branch

profitability

% of Increase

(5%)

1. Enhance Fee income

2. Branch specific Third

-Party Products strategy

Number of CASA # Target Vs

Achievement

(4%)

1. various activities

organised to create new

numbers

2. New to Bank activities

CASA Value # Target Vs

Achievement

(4%)

various activities

organised to create new

numbers

Revenue from cross

sell of loans etc

# Target Vs

Achievement

(4%)

various activities

organised to create new

numbers

Revenue form Old

Book Management.

# Target Vs

Achievement

(4%)

various activities

organised to increase

Business from existing

Customers – Old Book

Management.

Customer

Satisfaction Index

# Index

(4%)

1. Low down time of

service

2. Enhance service

accessibility

3. Effectiveness of

complaint handing

4. Zero escalations in

Complaints

F. Minimum Requirements

Level of Education: Graduation in any discipline

Experience 10 years minimum in similar field

Prepared By Date

Signature

Commented [A2]: Change to CASA value

Commented [A3]: Add Cross sell of loans

Commented [A4]: Change to Old book management

Reviewed By Date

Signature

Job Requirements: Marketing, Visio, Customer Service, Scala, Compliance, Banking, Mentoring, Marketing Strategy, Documentation